There are movies I want to see multiple times and movies I truly loved but only needed to see once. I would assume block blusters fit the "multiple times" category which is why they make so much money, because people go more than once.

A drama like Shawshank Redemption (a favorite of mine) is not the type of movie I would have paid to go see multiple times in the theatre. Where as I saw The Matrix 6 times in the theatre back when it came out. Every friend who wanted to go see it I went with.